第2章 主なモバイルソーシャルメディア戦略

第3章 主なモバイルゲーム戦略

第4章 主なモバイルTV戦略

モバイルTVバンドル

プロモーションとして提供されるモバイルTV

有料モバイルTV

アプリケーションとして提供されるモバイルTV

第5章 主なモバイルシネマ/映画戦略

プロモーション経由で提供されるシネマ

有料バンドルで提供されるシネマ/映画

図表リスト

目次

The use of mobile content is becoming an important addition to the arsenal of
mobile operators worldwide. Mobile content services provide the prospect of
additional revenue streams beyond the traditional revenues derived from core
voice, messaging and mobile data services.

At the same time the introduction of Over The Top (OTT) services - which are
substituting SMS services in particular - coupled with the rise of the Google
Play and Apple App Store - allied with the adoption of Smartphones has
loosened the hold of the MNO in offering its own content services directly to
their end users.

And MNOs are under increasing pressure to find new sources of revenue to
compensate for the pressure on blended ARPU levels and are looking to bundle
additional services into their core package in order to add user 'stickiness'
in terms of loyalty to the operator and so reduce customer churn.

With the rise of the Smartphone device worldwide, mobile devices are used for
traditional MNO services including voice, messaging & mobile data, but they
can also act as music players, provide social media access, act as TV or video
players and provide overall entertainment. With the presence of services
provided by non-MNOs - such as Apple iTunes - as well as other OTT companies
including Line and WhatsApp, mobile operators have adopted OTT services as a
means of providing additional user loyalty over time.

The driving force for the introduction of content services is primarily the
pressure on MNO ARPU. The table below illustrates the reduction in blended
ARPU over the last 12 months for a selective number of operators:

In some markets, there is supporting data suggesting an increase in mobile
entertainment usage which has attracted the interest of a range of mobile
operators.

For example, according to figures from ARIA (the Australian Music Charts) in
February 2014, music streaming revenues nearly doubled in 2013, making up 5.9
per cent of the total music market in value terms. However, digital download
revenue growth slowed and total sales, including CDs, reduced by 11.6 per cent.

In China, the relatively slow penetration of gaming machines, users have been
using their mobile phone for Java-based games and increasingly, Smartphones
for high resolution games - with as many as two-thirds of 3G Smartphone users
playing mobile games.

But in many cases, MNOs are adopting similar generic services - and are in
effect partnering with the OTT provider. In mobile music, for example, MNOs
are introducing streaming services largely based on Spotify or Deezer 3rd
party music services.

In some markets, there is supporting data suggesting an increase in mobile
entertainment usage which has attracted the interest of a range of mobile
operators.

For example, according to figures from ARIA (the Australian Music Charts) in
February 2014, music streaming revenues nearly doubled in 2013, making up 5.9
per cent of the total music market in value terms. However, digital download
revenue growth slowed and total sales, including CDs, reduced by 11.6 per cent.

In China, the relatively slow penetration of gaming machines, users have been
using their mobile phone for Java-based games and increasingly, Smartphones
for high resolution games - with as many as two-thirds of 3G Smartphone users
playing mobile games.

But in many cases, MNOs are adopting similar generic services - and are in
effect partnering with the OTT provider. In mobile music, for example, MNOs
are introducing streaming services largely based on Spotify or Deezer 3rd
party music services.

And in mobile social networking, MNOs are bundling the recognised brands
including Facebook and in particular WhatsApp - even though arguably the
messaging functions of WhatsApp contributes to the cannibalisation of an
operator's SMS revenues

About the Report

This new report includes examples of mobile content pricing from 90 MNOs in 52
countries around the world. It includes a survey of pricing for mobile music,
mobile social media, mobile gaming, mobile TV & mobile cinema offered by MNOs
worldwide. The report examines the main trends and new content services
introduced in the main geographical regions using the unique TCL global
pricing database.

Table of Contents

The main mobile content services available

Music

Social Media

Gaming

Cinema

Executive Summary

Methodology

Section 1: Key mobile music strategies

Subscription based music

Mobile Music offered as a promotion

Mobile Music bundles as a VAS with postpaid tariffs

Mobile Music offered for free

Mobile Music offered as an own branded music service

Section 2: Key mobile Social media strategies

Social Media offered as a bundle

Social Media bundled in tariffs

Social Media offered for free

Section 3: Key mobile gaming strategies

Gaming packages

Gaming packages offered with tariffs

Gaming packages offered as a promotion

Games offered via a web Portal

Games offered in conjunction with major Game platforms

Section 4: Key mobile TV strategies

Mobile TV bundles

Mobile TV offered as a promotion

Mobile TV offered with tariffs

Mobile TV offers as an App.

Section 5: Key mobile cinema/movie strategies

Cinema offered via promotions

Cinema/movies offered bundled with tariffs

A list of Figures and Tables in the TCL 2014 Pricing Strategies for Mobile Content Services Report

Figure 1 - A table showing the MNOs in the EU region in the TCL report (33
MNOs)

Figure 2 - A table showing the MNOs in countries in the Rest of Europe
region in the TCL report (7MNOs)

Figure 3 - A table showing the MNOs in the Americas region in the TCL
report (11MNOs)

Figure 4 - A table showing the MNOs in the Asia Pacific region in the TCL
report (19MNOs)

Figure 5 - A table showing the MNOs in the Middle East & Africa region in
the TCL report - including India & Pakistan (19 MNOs)

Figure 6 - A pie chart showing the regional split of MNOs in the TCL
survey (in per cent by region)

Figure 7 - A table showing theMNOs included in the TCL Content Service
Pricing report